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26 Part One Introduction to Integrated Marketing Communications Belch: Advertising and Promotion, Sixth Edition I. Introduction to Integrated Marketing Communications 1. An Introduction to Integrated Marketing Communications Figure 1-4 An integrated marketing communications planning model Advertising Advertising objectives Advertising strategy Advertising message and media strategy and tactics Direct marketing Directmarketing objectives Directmarketing strategy Direct-marketing message and media strategy and tactics Review of marketing plan Analysis of promotional program situation Analysis of communications process Budget determination Develop integrated marketing communications program Interactive/ Internet marketing Interactive/ Internet marketing objectives Interactive/ Internet marketing strategy Interactive/Internet message and media strategy and tactics Sales promotion Sales promotion objectives Sales promotion strategy Sales promotion message and media strategy and tactics PR/publicity PR/publicity objectives PR/publicity strategy PR/public relations message and media strategy and tactics Integrate and implement marketing communications strategies Monitor, evaluate, and control integrated marketing communications program © The McGraw−Hill Companies, 2003 Personal selling Personalselling objectives Personalselling strategy Sales message strategy and sales tactics
Belch: Advertising and Promotion, Sixth Edition I. Introduction to Integrated Marketing Communications Review of Marketing Plan Examine overall marketing plan and objectives Role of advertising and promotion Competitive analysis Assess environmental influences 1. An Introduction to Integrated Marketing Communications Analysis of Promotional Program Situation Internal analysis External analysis Promotional department Consumer behavior analysis organization Market segmentation and target Firm’s ability to implement marketing promotional program Market positioning Agency evaluation and selection Review of previous program results Analysis of Communications Process Analyze receiver’s response processes Analyze source, message, channel factors Establish communications goals and objectives Budget Determination Set tentative marketing communications budget Allocate tentative budget Develop Integrated Marketing Communications Program Advertising Set advertising objectives Determine advertising budget Develop advertising message Develop advertising media strategy Direct marketing Set direct-marketing objectives Determine direct-marketing budget Develop direct-marketing message Develop direct-marketing media strategy Interactive/Internet marketing Set interactive/Internet marketing objectives Determine interactive/Internet marketing budget Develop interactive/Internet message Develop interactive/Internet media strategy Sales promotion Set sales promotion objectives Determine sales promotion budget Determine sales promotion tools and develop messages Develop sales promotion media strategy Public relations/publicity Set PR/publicity objectives Determine PR/publicity budget Develop PR/publicity messages Develop PR/publicity media strategy Personal selling Set personal-selling and sales objectives Determine personal-selling/sales budget Develop sales message Develop selling roles and responsibilities Integrate and Implement Marketing Communications Strategies Integrate promotional-mix strategies Create and produce ads Purchase media time, space, etc. Design and implement direct-marketing programs Design and distribute sales promotion materials Design and implement public relations/publicity programs Design and implement interactive/Internet marketing programs Monitor, Evaluate, and Control Integrated Marketing Communications Program Evaluate promotional program results/effectiveness Take measures to control and adjust promotional strategies © The McGraw−Hill Companies, 2003 27 Chapter One An Introduction to Integrated Marketing Communications
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